As crass as it may seem to some, the truth is that your nonprofit org is competing for sales in a consumer marketplace. Indeed, and just like with retail products the ability to sell your “product” (cause/mission) is greatly dependent upon your ability to compel someone to “buy”. Coming to grips with this mindset is the first step to repositioning and reigniting your fundraising efforts.
By adopting non-conventional promotional tactics to attract buyers (like product retailers do), nonprofits can effectively increase donations and grow their donor base. Teaming up with retail brands is a good start but we’re not referring to “cause marketing” related donations from anonymous consumers here.
We donors behave like consumers because first and foremost, we are consumers. We’re effected by unique ads and promotions, by compelling displays and special offers everywhere we go. There is a rhyme and reason to how products are presented to us as we shop, eat and indulge in recreational activities in public venues. If something catches our attention, we engage. This is largely how we routinely decide where and how to spend our money.
Nonprofit campaigns must be designed to compel today’s donors. Did you know that retail brands are investing millions upon millions, scrambling to engage with consumers via Smartphone? The average consumer now spends more online hours via Smartphone (email, Facebook, Twitter, etc) than on a computer. These consumers are likely DONORS!
It’s time to “follow the money” as my friend Joe Waters says. The habits of successful retailers illustrate that they know where consumers can be reached and how to compel them to buy. The ability for consumers to gain access to products and services via the mobile web (Smartphone) has simply changed the world and how we engage.
The time has come for the non-conventional engagement of consumers, in philanthropy.